Location: Remote (Sydney preferred)

Type: Fractional / Contract (with potential to transition in-house)

Hours: Approximately 8-12 hours per week

Pay Band: $100-$130/hour plus GST, $3,500-$5,500 per month

About Bare Mum

Bare Mum is an Australian maternal health company creating science-backed, thoughtfully designed care for every stage of motherhood.

Born from lived experience, we develop products that help women prepare for birth, recover after birth, navigate breastfeeding and feel better supported throughout motherhood. Bare Mum is trusted by more than 80,000 mothers and stocked by leading retailers including MECCA and Baby Bunting.

We are entering an exciting recent stage of growth, expanding our product categories, retail partnerships and international presence while continuing to build a trusted, enduring maternal health brand.

The Role

We’re seeking a CRM & Lifecycle Lead to own and evolve Bare Mum’s customer lifecycle strategy across email and SMS.

This role goes beyond sending campaigns. It is about understanding where each customer is in her journey, what support she may need next, and how Bare Mum can build a thoughtful, relevant and commercially valuable relationship with her over time.

Our customers move through distinct but connected stages, from pregnancy and birth preparation to postpartum recovery, breastfeeding and everyday motherhood. You will translate these journeys into considered communications that improve the customer experience, deepen brand connection and drive repeat purchase, cross-sell and customer lifetime value without creating an over-reliance on discounting.

This is both a strategic and hands-on role. You will own the lifecycle strategy while working directly within Klaviyo to build campaigns, improve automated flows, create segments, test ideas and report on performance.

Initially fractional or contractual, this role has the potential to expand as the business and customer base grow.

What You'll Do

- Own and evolve Bare Mum’s CRM and customer lifecycle strategy across email and SMS
- Map customer journeys across pregnancy, birth preparation, postpartum recovery, Caesarean recovery, breastfeeding and ongoing motherhood
- Identify opportunities to improve retention, repeat purchase, customer lifetime value, average order value, replenishment and relevant cross-sell




- Own the strategy and hands-on delivery of Bare Mum’s email and SMS program within Klaviyo, including campaign builds, automated flows, segmentation, scheduling, testing and quality assurance
- Use Shopify customer, product and order data to build more relevant segmentation, personalisation and lifecycle journeys
- Audit, improve and maintain key automated flows, including: Welcome, Browse and cart abandonment, Post-purchase education and cross-sell, Replenishment, Reviews and advocacy, Win-back and re-engagement
- Build meaningful customer segments based on lifecycle stage, purchase history, product needs, engagement and customer value
- Create more personalised journeys for first-time, repeat, high-value and lapsed customers
- Translate Bare Mum’s commercial priorities, product launches and broader marketing calendar into a clear CRM plan
- Develop campaign messaging, copy and creative briefs in partnership with the Brand & Creative Lead and designers
- Balance promotional activity with education, expert guidance, product discovery and meaningful customer support
- Establish a consistent testing program across messaging, creative, offers, cadence, timing and segmentation
- Monitor and protect deliverability, list health, consent and compliance across email and SMS
- Own CRM reporting and provide clear, commercially useful insights and recommendations to the broader team
- Track and improve key measures including CRM revenue, conversion, repeat purchase, customer lifetime value, average order value, engagement and deliverability
- Maintain and ruthlessly prioritise a clear CRM roadmap based on commercial impact, customer value and available team capacity
- Act as Bare Mum’s internal CRM decision-maker, creating a cohesive program and reducing reliance on external agencies

What We're Looking For

- 5-8+ years’ experience in CRM, lifecycle, retention or e-commerce marketing
- Proven experience owning CRM for a growing direct-to-consumer brand
- Advanced, hands-on Klaviyo experience across campaigns, automated flows, segmentation, testing,



deliverability and reporting
- Strong working knowledge of Shopify and how customer, product and order data can inform CRM strategy, automation and personalisation
- Demonstrated ability to develop a strategy and implement it independently
- Strong commercial understanding of retention, repeat purchase, customer lifetime value, average order value and incremental revenue
- Experience building customer journeys across products with different purchase cycles and customer needs
- Strong copywriting and briefing skills, with the judgement and sensitivity to communicate thoughtfully around pregnancy, birth and postpartum experiences
- Confidence interpreting customer and campaign data and translating insights into clear priorities and actions
- Exceptional attention to detail across segmentation, links, campaign setup, timing and quality assurance
- Highly organised, proactive and comfortable working autonomously within a lean, fast-moving team
- Collaborative and low ego, with the ability to work effectively across brand, content, design and performance
- Experience in women’s health, beauty, wellness, parenting or another trust-led consumer category would be highly regarded

How You'll Work With the Team You will work closely with:

- The Chief Marketing Officer, who owns overarching marketing strategy, commercial priorities and the broader campaign calendar
- The Brand & Creative Lead, who owns how Bare Mum looks, feels and sounds and provides creative direction across campaigns
- The Content Producer and subject-matter experts, who help develop educational and community-led content
- Our designers, who support the creation of campaign and lifecycle assets
- Our performance marketing partners, to connect acquisition insights with post-acquisition behaviour, retention and customer value

This role owns how Bare Mum uses customer insight, email and SMS to support customers throughout their journey and improve lifecycle performance.

What We Offer

- Flexible, fractional engagement with room to grow
- Meaningful ownership of a high-priority growth function
- The opportunity to shape Bare Mum’s customer lifecycle program and build it into an important long-term growth engine
- A collaborative, values-driven team
- The opportunity to help women feel better informed, supported and cared for throughout motherhood

📌 CRM & Lifecycle Lead (Sydney)
🏢 Bare Mum
📍 Sydney